This brief white paper describes how technology marketers can leverage hidden features in Google Search. You will learn how to extract actual relevant results from Google's reported search results, how to identify low-cost keyword opportunities, and whether your keywords are rising or falling in search popularity.

1. Part
1:
Tips
&
Tricks
on
Using
Google:
How
To
Be
a
Smarter
Tech
Marketer.
by
Lee
Stein
Stein
Writes,
Inc.
www.SteinWrites.com
Lstein@SteinWrites.com
+1-­‐707-­‐843-­‐5088
I
use
Google
every
day,
conducting
research
for
white
papers,
case
studies,
and
client
research
projects.
Over
the
years,
I’ve
regularly
updated
my
skills
and
tools
available
on
Google,
though
no
one
can
really
master
everything
Google
offers.
These
tips
cover
what
I
consider
basics
and
are
often
not
well
understood
by
most
marketers.
The
professional
marketers
with
whom
I’ve
shared
this
responded
with
such
enthusiasm
that
it
seemed
like
a
good
idea
to
share
it.
Example
Search
Term
#1:
“Open
Server”
1. Use
Google
Advanced
Search
and
in
“Settings,”
select
100
results
per
page.
This
will
reveal
some
unexpected
results.
2. When
you
then
enter
the
exact
term
(in
quotes)
“Open
Server,”
or
in
the
“Exact
Phrase”
box,
Google
returns
results
announcing
about
731,000
results
(circled
in
RED).
3. When
you
scroll
to
the
bottom
of
Page
1,
you’ll
see
the
page
navigation
for
the
search
(also
circled
in
red).
Note
that
this
search
displays
8
pages.
©
2013,
Lee
Stein,
Stein
Writes,
Inc.
All
Rights
Reserved.
Reuse
OK
with
accreditation.
Lstein@SteinWrites.com
+1-­‐707-­‐843-­‐5088
1

2.
This
tips
you
off
that
you
may
not
have
to
wade
through
all
731,000
searches
to
discover
meaningful
results.
4. Next,
Click
page
8
and
the
following
appears
at
the
conclusion
of
the
report
on
page
4
(bottom):
©
2013,
Lee
Stein,
Stein
Writes,
Inc.
All
Rights
Reserved.
Reuse
OK
with
accreditation.
Lstein@SteinWrites.com
+1-­‐707-­‐843-­‐5088
2

3. 5. Google
only
actually
reports
four
(4,
dotted
circle)
pages
with
only
334
results
that
their
search
algorithm
deemed
relevant.
So
what
does
it
mean
when
you
see
731,000
results
at
the
top
of
page
1
in
your
search
results?
Yes,
Google
did
find
731,000
results,
but
Google’s
search
algorithm
deemed
them
not
as
relevant,
meaning
they
duplicated
other
results,
were
useless
pages,
or
other
reasons.
6. Let’s
look
at
the
Competitive
Adwords
Level:
Going
back
to
page
1,
note
that
there
are
no
Google
Adwords
banner
ads
(banners
span
the
width
of
the
search
results
page.
Note
also
that
no
standard
Google
Adwords
display
ads
appear
on
the
right.
(Two
red
arrows
indicate
where
they
would
normally
be.)
Since
Google
Adwords
is
a
dynamic
interaction,
this
analysis
is
only
accurate
as
of
the
date
of
this
search,
October
23,
2013.
7. Conclusion
of
the
Analysis:
If
you
wanted
to
reach
Google
users
searching
for
the
term,
“Open
Server,”
the
cost
of
your
Adwords
ad
would
be
very
inexpensive,
since
there
is
no
Advertising.
Also,
though
Google
denies
it,
both
my
web
designer
and
I
have
independently
proven
that
even
a
modest
Google
Adwords
ad
will
significantly
improve
your
organic
search
results.
More
Insight
on
Trends
for
“Open
Server”
8. Google
merged
the
former
“Google
Insight”
Tool
with
“Google
Trends”,
www.google.com/trends
(You
will
need
a
Google
login
account).
Google
trends
reports
search
activity
for
the
term
(in
this
case)
“Open
Server.”
©
2013,
Lee
Stein,
Stein
Writes,
Inc.
All
Rights
Reserved.
Reuse
OK
with
accreditation.
Lstein@SteinWrites.com
+1-­‐707-­‐843-­‐5088
3

4.
9. When
we
enter
the
term,
“open
server”
in
Google
Trends…
…you
notice
what
at
first
appears
to
be
a
distressing
peak
in
2005
–
06
and
steadily
declines.
Note
that
the
letters
on
the
trend
line
report
significant
news
coverage.
10.
The
second
part
of
the
Trends
report
on
the
term
“open
server”
appears
immediately
below
the
above
chart
and
documents
the
global
interest
by
region
on
a
normalized
scale
of
100.
Continued…
©
2013,
Lee
Stein,
Stein
Writes,
Inc.
All
Rights
Reserved.
Reuse
OK
with
accreditation.
Lstein@SteinWrites.com
+1-­‐707-­‐843-­‐5088
4

5.
Options
available
include
selecting
results
by
“Cities”
(upper
right
above)
and
“View
Change
Over
Time”
(lower
left).
11.
In
the
third
and
final
section
at
the
bottom
of
the
Google
Trends
Report
on
“Open
Server”,
note
the
two
really
valuable
lists
and
a
third
important
conclusion
as
follows:
a. The
list
on
the
left
documents
the
most
important
related
searches
and
scores
them
accordingly
(compared
to
the
search
term
“open
server”).
b. The
list
on
the
right
presents
what
the
Google
Trends
algorithm
has
determined
are
“RISING”
results.
Based
on
their
analytics,
all
of
the
terms
ranked
as
“Breakout”
terms,
poised
for
significant
growth
in
search
activity.
©
2013,
Lee
Stein,
Stein
Writes,
Inc.
All
Rights
Reserved.
Reuse
OK
with
accreditation.
Lstein@SteinWrites.com
+1-­‐707-­‐843-­‐5088
5

6. Final
Analysis
Despite
the
seemingly
gloomy
outlook
reported
in
the
first
section
of
the
Google
Trends
report,
the
slight
upturn
in
activity
in
recent
months
is
a
positive.
So
much
so
that
Google
rates
all
the
search
terms
related
to
“Open
Server”
as
“Breakout.”
In
the
stock
market,
the
beginning
of
a
“Breakout”
signifies
a
major
buying
opportunity.
So
if
you
were
a
technology
marketer
interested
in
reaching
the
Open
Server
market,
this
would
be
a
good,
low-­‐cost
Google
Adwords
opportunity.
This
report
identifies
multiple
opportunities
for
technology
marketers
in
the
Open
Server
environment,
which
you
can
successfully
mine
with
a
very
small
budget
(at
present).
Here’s
how:
Create
your
White
Papers
and
other
content
aimed
at
the
keywords
identified
in
this
report.
Even
a
low-­‐budget
Google
Adwords
campaign
is
one
of
the
ways
to
increase
your
organic
search
results.
Although
Google
stoutly
denies
this,
my
web
design
expert
and
I
have
independently
tested
and
found
that
a
Google
Adwords
campaign,
even
modest,
positively
influences
organic
search
results.
Ready
to
learn
more?
Next
report:
How
to
do
Keyword
Research.
For
Your
White
Papers,
Case
Studies,
and
Innovative
Research,
Feel
Free
to
Reach
Out
at:
Lee
Stein
Stein
Writes,
Inc.
+1-­‐707-­‐843-­‐5088
Lstein@SteinWrites.com
LinkedIn
Profile:
linkd.in/17fRN1D
©
2013,
Lee
Stein,
Stein
Writes,
Inc.
All
Rights
Reserved.
Reuse
OK
with
accreditation.
Lstein@SteinWrites.com
+1-­‐707-­‐843-­‐5088
6

7.
©
2013,
Lee
Stein,
Stein
Writes,
Inc.
All
Rights
Reserved.
Reuse
OK
with
accreditation.
Lstein@SteinWrites.com
+1-­‐707-­‐843-­‐5088
7